Linking Inbound and Outbound marketing

In my recent blog, "The role of inbound marketing in understanding your buyers", I talked about the importance of developing an inbound marketing strategy that positions you in the minds of your buyer and specifically at the places they chose to educate themselves about solutions to their business problems.

The next step on the journey is to ensure your inbound marketing strategy is linked to your outbound marketing initiatives.

With all this talk of Twitter, LinkedIn, Blogging, Facebook, SEO and SEM website strategies its easy to overlook the important and hard work of outbound marketing. This is the conscious, deliberate act of recruiting, educating and progressing leads.

Nonetheless you would be crazy to ignore or overlook interest generated from your inbound marketing efforts. The key link between these two elements is website analytics.

It is here that smart technology can identify visitors to your site and once identified can track their progress to different parts of your site.

By identifying "hot spots" on your website, say your pricing page, or a case study download, you can trigger "lead alerts" to your sales teams.

Similarly, once identified, visitors to your website can be directed into various marketing campaigns suited to their specific area of interest. This ability to harness the power of your inbound and outbound tactics in one aligned process is highly effective and efficient.

I work with Strategy Mix to build the explicit tactics that facilitate this alignment.

Website analytics allow us to get the best of both worlds, drive traffic to your business and then track and progress that lead on their buying journey with us.

I would love to hear your comments on how to link inbound and outbound marketing tactics.